How organic and paid social media work together

How organic and paid social media work together.

Harmonizing Organic and Paid Social Media Strategies for Enhanced Brand Impact

Understanding and leveraging the synergy between organic and paid social media strategies is important for brands aiming to maximize their online presence and engagement. 93% of internet users are using social media whether they are engaged with comments, likes, shares, or ghosts that just scroll.  Gone are the days when businesses could choose between focusing solely on organic reach or investing exclusively in paid advertisements. The evolution of social media algorithms and user engagement patterns necessitates an approach to utilizing both strategies effectively.

Why Do Most Focus Only On Organic Social Media Only?

It seems free, in that you post and do not have to pay to be in front of your audience.  But is it really free? That content and good content need to be created

Organic vs Paid Social Media

Organic vs Paid Social Media

and that takes time and resources.  To put a massive amount of effort into your organic social media and not put some money behind it to reach your true audience is limiting. 

The Evolution of Organic Social Media

Historically, organic social media was perceived as a secondary or complementary strategy to paid advertising well at least we thought that way. We started with paid ads.  This perspective, however, has undergone a significant transformation for us. Recent updates to social media algorithms have elevated the importance of organic content, particularly videos and reels. These changes enable content to reach not just followers but also users who interact with similar content, thus broadening the potential audience beyond existing followers. This is a crucial difference that was not possible until TikTok changed the game of how algorithms worked.  This coupled with Apple blocking what happens after the click forced social media giants to change.

The Role of Organic Social Media In Your Marketing Funnel

Organic content has always played a crucial role in building community and fostering engagement but the reach was just not there and you really weren’t sure who was seeing your content. It builds trust in who you are as a brand.

Organic social media allows brands to showcase their personality, share behind-the-scenes content, and create a sense of belonging among their audience. This type of content resonates on an emotional level, influencing purchasing decisions by establishing a connection based on shared values and interests. This content also might not be what you spend money on for ads. Although we are not against that model either.

It hasn’t though changed much on knowing with the greatest certainty who sees your content but the algorithm shifted to those who engaged with similar content now will see yours.  If your content is built with your audience in mind, then you should be reaching your audience. This is where paid ads come in.

Organic social media alone is also difficult to measure. This can make it frustrating to understand if it’s working. You have to understand where it sits in the funnel, they are just getting to know you and understand who you are as a brand.  They are not ready to buy yet.

The Role of Paid Social Media Advertising In Your Marketing Funnel

While organic social media focuses on community building and engagement, paid social media advertising offers targeted reach and precision. Changes in online privacy policies, such as those implemented by Apple, have shifted how ads target audiences. Advertisers can no longer rely solely on detailed behavior and interest data. Instead, they must navigate these restrictions by focusing on content interaction, similar to organic strategies.

This means your content as it aways should needs to speak to your audience.

Paid advertisements excel in expanding reach and targeting specific demographics or interests more effectively than organic content alone. They allow brands to convey their message to a tailored audience, increasing the likelihood of engagement and conversion. Moreover, paid ads provide valuable data and insights into audience behavior both before the click and after the click, enabling brands to refine their strategies and achieve better outcomes. It will tell you overall if your landing pages are working, which is every page of your website.

Paid ads also work better when you have a built community of those already engaged with your brand.  You are able to build lookalike audiences and build off the audience you already have.  If you do not have this then you are starting fresh with the paid algorithms to find who your audience is.

Synergizing Organic and Paid Efforts

The real power lies in the integration of organic and paid social media strategies. Each serves distinct purposes but together, they create a comprehensive approach that enhances brand visibility, engagement, and conversions.

Organic content lays the foundation for brand identity and community, while paid ads extend the reach and drive specific actions.

A key strategy is to utilize successful organic content as the basis for paid campaigns. Content that resonates organically has a higher chance of success when amplified through paid advertisements by adding budget to an organic post. This approach not only ensures consistency in messaging but also maximizes the impact of marketing efforts.

Additionally, brands must adopt a customer-centric approach across both strategies by engaging themselves in their organic content.

Brands must actively seek to be social on social.

Engagement metrics, such as likes, shares, comments, and video views, provide insights into what content resonates with the audience, guiding both organic and paid content creation. It also means whether paid or organic you will get in front of more people for less.  Your increase in CTR and engagement means your ads cost less.

Another aspect to consider is if you are running social ads and you do not have an active page it might detour potential clients and sales.  If you are working on the community-building aspect with post it can come off as though you only care about the sale.  Remember people are very judgemental these days online.

The Importance of a Unified Strategy

The distinction between organic and paid social media is becoming increasingly blurred. While organic growth tends to be more gradual and long-term, combining it with paid advertising can accelerate growth. Successful digital marketing strategies require a balanced approach that leverages the strengths of both. By understanding the unique benefits and limitations of each, brands can craft a cohesive social media presence that engages, converts, and builds lasting relationships with their audience.

Just show us the data!! Both channels provide insight into what your audience likes to see and what happens before and after they clicked.  Use this data to drive marketing to improve on what you are doing.

The integration of organic and paid social media strategies is not just beneficial but necessary for brands looking to thrive. By embracing the synergies between these approaches, businesses can achieve greater visibility, engagement, and ultimately, success in their online endeavors.

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